Employer Branding for the Hospitality and Tourism Industry

Finding and Keeping Talent

Sjoerd Gehrels

Emerald

This book can be opened with

Paperback / softback

9781789730722

05 September 2022

$28.99

Hardback

9781789730708

10 July 2019

$104.99

eBook (PDF)

9781789730692

10 July 2019

$28.99

eBook (ePub)

9781789730715

10 July 2019

$28.99

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About

Employer Branding (EB) aims to assist businesses in becoming the employer of choice for potential employees, and provides hands-on tools in attracting, developing and retaining people. Employer Branding for the Hospitality and Tourism Industry explores the potential of EB in changing approaches to managing people and improving opinions on careers in the hospitality sector.

With a focus that goes beyond large companies, the book innovatively explores the possibilities of implementing EB methods within small-and medium-sized enterprises (SMEs) operating in the field of hospitality and tourism. Using international case studies taken from real world research, Gehrels highlights practical ways for companies in the hospitality and tourism sector to adopt EB strategies to best suit their business, employees and customers.

For an industry with a high labour turnover and negative public image in terms of its employment practices, Employer Branding is more vital than ever in its ability to attract potential employees in a targeted and efficient manner. It is a must-read for both current and future practitioners, as well as for researchers and academics in the field of tourism, hospitality, branding and employment.

Chapter 1: Introducing Employer Branding: Potential for the Hospitality and Tourism Industry

Chapter 2: Employer Branding - A Historical Perspective Chapter 3: Sustainability and Employer Branding Chapter 4: Hospitableness in Human Resources Management Chapter 5: Pelican Hotels & Resorts' Considerations for the Future Chapter 6: Employees as the Brand: Internal Marketing at the Sanctuary Hotel Chapter 7: Culture influencing Employer Branding Chapter 8: Developing Employer Branding in Pegasus Hotel Chapter 9: Great Place to Work® Chapter 10: Human Capital a Reality Check Chapter 11: SMEs and Finding Well-Educated Candidates Chapter 12: Employer Branding through Social Media and Websites

This book examines the phenomenon of employer branding in the hospitality and tourism industry as a way to differentiate and promote a company's identity to current and future employees. It discusses employer branding as a human resources management innovation for the industry; the development of employer branding and how it can be applied; the relevance of sustainability, corporate social responsibility, and sustainable human resources management for employer branding; hospitableness and hospitality as philosophies that can be integrated into employer branding; strategic branding, using the case study of an expanding hotel chain in Europe and its employer brand; how employees from diverse cultures value their companies’ employer brand; the efforts of a hotel to introduce an employer branding approach; a European initiative, Great Place to Work, that has changed how people look at work and the workplace; the importance of developing and training employees; how small businesses choose recruitment sources; and how international hospitality and tourism companies communicate their employer brands through social media and websites.
- Annotation ©2019

Sjoerd Gehrels is Emeritus UAS Professor at Stenden Hotel Management School, The Netherlands. With both academic and professional experience in the hospitality sector, he has been acknowledged as a Certified Hospitality Educator by the American Hotel & Lodging Association’s Educational Institute for 20 consecutive years. His research focuses primarily on hospitality management education, innovation and employment branding within the tourism and hospitality industry.